Life Insurance Product Reviews Page
Goal: Create and plan a strategy to repurpose the reviews section on Moo.com for Life Products so we can build a user journey that feeds into the purchase funnel.
Year
2025-Present
Team collaboration:
Life Insurance, Medicare
Discovery
Review the past design
- Helps in determining past features that users preferred
- Opportunities for improvement based on current trends
- how can we improve the usability and value of this page for user
Confidence builder and Next step for user
- How important are confidence builders for users?
- Do they enhance trust in user for the product/company?
- What is the next step for a user after reviews page?
Reviewing intake form
- Helped in figuring out the fields that are available in the form
- Match the information being displayed on our page
- Document differences and updates necessary
Research
Target audience:
- Prospective customers evaluating plans and looking for real experiences before purchasing
- Internal stakeholders (marketing, product, UX, dev teams) who rely on reviews for credibility and engagement.
Use expectations that are known:
- Users value qualitative feedback more than just ratings.
- Authentic reviews that provide a good mix of positive, neutral and negative feedback from actual users/customers
- Ease of use and ability to filter reviews based on different parameters - helps in relatability
How to measure success:
- Improved engagement (clicks, bounce rate, time on page, scroll depth)
- Conversion that indicate quote generation, lead form and/or eApplication submissions
- Positive feedback from users and customers for the product and company
Competitor research analysis:
- Feature to be able to filter reviews based on star ratings, demographic data, product, etc.
- Ability to mark a review as helpful or not helpful
- Ability to use keywords to filter qualitative reviews - shows relevance of content for user
Prototyping
Desktop
Mobile
User Testing
Methodology
- Prototype evaluation: Moderated user interviews
- Number of participants: 10 (desktop) and 10 (mobile)
User Testing Results (Desktop):
- Users were confident about the information, features and how they will use the page.
- Users appreciated the qualitative reviews. The demographic information of the reviewer was indicated to be nice to have but not important, except “state” as policy regulations differ from state to state.
- Filters above the reviews were not noticed much but there were no confusions about the functionality.
User Testing Results (Mobile):
- Users had positive reaction for the information being presented on the page and majority shared no concerns about the length or number of scrolls.
- Most popular next steps from this page: “Estimate final expenses” and “Compare products”.
- Multiple users indicated that the page does not allow them to write reviews, which was something they expected.
- Few users suggested to try and shorten the page by making the ankle bracelet or company’s awards collapsable.
Next steps:
The page is currently in development stage and tentative date of launch is to be determined.